Underneat Puts Bra Marks on Bengaluru Billboards — Comfort on Myntra M-Now in 30 Minutes
Underneat, co-founded by Kusha Kapila, turns everyday strap imprints into bold OOH as it goes live on Myntra’s 30-minute M-Now in Bengaluru.
Bengaluru, September 2026: Innerwear brand Underneat has taken over large-format billboards across key Bengaluru sites with a close-up of a woman’s back showing visible bra imprints — and the line “This is what’s happening behind your back.” The outdoor push marks Underneat’s launch on Myntra M-Now, where delivery starts in 30 minutes.
The visual leans into strap lines, pressure marks and skin imprints that linger after a bra comes off — a familiar experience the campaign argues women often adjust to, ignore and move past. By placing that usually hidden mark on the cityscape, Underneat makes the discomfort hard to overlook, both literally and as a brand argument for fit-first innerwear.
Co-founded by creator Kusha Kapila, Underneat is built around better everyday comfort. The OOH pairs that positioning with a commerce hook: comfort that fits better, available faster via Myntra’s quick-commerce lane in Bengaluru. The billboards sit at the intersection of awareness and conversion — see the problem on the street, fix it in half an hour.
Marketing take: Putting an intimate, widely shared irritation on outdoor media is a sharp way to own a category conversation — especially when the media buy is tied to a same-city, same-hour fulfilment path. Underneat isn’t just talking comfort; it’s compressing the path from recognition to replenishment.
